Let’s bring it all together

(This is the last part of our Create your Plan blog series, to read the first one please click here)

Being a fan of a Johari windows, I see the benefit of looking at working in sections of 4; looking at the opposing sections to reveal answers.

In this vain, I like to build marketing plans in 4 basic sections.

  1. Where do you want to go?

  2. Where are you now?

  3. What do you need to do to get there?

  4. How am I going to measure it?

1.      Where you want to go?

Vision, Goals, Objectives – ensuring you are SMART

2.      Where are you now?

Micro and Microanalysis,

Marketing Mix

Target Market

All the other tools you pick to understand where you are now – cashflow for example.

3.      What do you need to do to get there?

These are your tactics. Conduct email marketing, add content to website, employ someone etc.

4.      How am I going to measure it?

Using the SMART objectives, you need to identify the ways that you can measure and report this information and make amendments to the plan.

And repeat, not necessarily in a linear process in the way I have laid out above, but instinctively.  Document your thoughts and findings, explore possibilities, but most of all measure your results and ensure your activity leads to achieving your goals and not just keeping you busy.  Unless you vision is to be really busy.

Thank you for reading, I hope that this has been useful for you to explore your marketing plan.

If you would like further explanation how to pull together and research the elements needed to include in this journey please contact me for more details.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals please check out our packages for more information.

Posted in Create your plan, Entrepreneur, Marketing, Marketing Masterclass, Sayers Solutions, Small Businesses

And repeat

(This is part of our Create your Plan blog series, to read the first one please click here)

In this blog series Sayers Solutions provides you the basis for your marketing plan.

Guess what? Now you must repeat the whole process, over and over, and over again. The more details you provide the more in tune you will be with your market and your opportunity to maximise your potential.

Now are you ready to pull it all together? Check back in a couple of days time for the final installment of our Create your Plan blog series.

Want to discuss this further? Please visit our packages and services pages for more information about working with Sayers Solutions.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure. If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals please check out our packages for more information.

Take time to think about this and I look forward to hearing from you.

Posted in Create your plan, Entrepreneur, Marketing, Marketing Masterclass, Sayers Solutions, Small Businesses

So, did you do it?

(This is part of Create your Plan blog series, to read the first one please click here)

What is the point of a plan? To achieve goals and realise a vision.

The goals, objectives and vision you created at the beginning of the plan will help you to measure how successful you have been.

This is in turn will help you to make changes to your goals and objectives to further achieve your vision …. Or a new one that you have created.

How are you going to measure your success?

Something I didn’t cover when mentioning objectives, is that need to be SMART. Heard of them?  Many have.

I tweaked the A but let me explain more.  Objectives should be –

S              Specific

M            Measurable

A             Now I was always told actionable, however R kinda covers that, so I say Aspirational

R             Realistic

T              Timebound

By each of your objectives, that you have noted from the earlier sections of this series, you should now attempt to clarify and make your objectives SMART to enable you to measure your success.

So, what is it that you actually want to achieve, how much, think big, but possible, within a certain time?

Revisit your objectives and answer that.  If you can’t answer these SMART questions, then maybe the objectives are actually tactics helping you to achieve your objectives.

Revisit your notes and think whether they are goals, objectives or tactics. And create part 3 of your plan.

Extra Measurement

A reflective learning tool I learnt at University, looked at 4 questions –

  • What did you do?
  • How did you do it?
  • How did you feel about it?
  • What different would you do next time?

 

It is also useful to ask your self

  • Were you successful in achieving your goals?
  • What is your new goal or objective?

 

Take time to think about this and then check back in a couple of days to read my next blog.

Want to discuss this further?  Please visit our packages and services pages for more information about working with Sayers Solutions.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals please check out our packages for more information.

Posted in Create your plan, Entrepreneur, Marketing, Marketing Masterclass, Sayers Solutions, Small Businesses

It’s not just what you control

(This is part of Create your Plan blog series, to read the first one please click here)

If you’ve followed my previous blogs you might feel ready to set off and create your plan, but we haven’t looked at the macro environment yet!  These are the external influences that impact your business.

It is all good and well having the right product, price, place and promotion mapped out for your target market if the external influences are right.

PEST

This is a popular model that help you to assess and explore the Political, Economic, Social and Technological impacts on your business. (Download this PEST scribble sheet)

Stakeholder analysis

This helps you to understand all the different people who need to communicate with (or at least be mindful of when communicating) other than and including your customer.  For example, the governing bodies or campaign groups.

You will need to correspond with local authorities, banks, funders and grant issuers.

Suppliers, competitors and third parties, as well as employees.

What about publications?  Trade magazines etc

Sayers Solutions suggests doing a mind map to explore your potential stakeholders.

Porter 5 Forces

What’s your bargaining power?  How easy is it to enter or exit the market? (Download the Porters 5 Forces scribble sheet.)

 

Now create, you have the first half of your plan.

You now know what you want to achieve, you know what you are capable of, you know what the external influences are.  Now let’s decide how you are going to do it.

Take time to think about this and check back in a few days to read my next blog.

There are marketing glossaries of other tools, models and exercises which I could list you and explain, however for some the exercise will be wasteful and it is always best to understand the business before selecting the right direction.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals please check out our packages for more information.

Posted in Create your plan, Entrepreneur, Market Research, Marketing, Marketing Masterclass, Sayers Solutions, Small Businesses

Competitors

(This is part of our Create your Plan blog series, to read the first one please click here)

Who is also doing what you do?

There are 2 types of competitors.  Those that do what you do and those that offer a different solution to solve the same need.  Take for example Car Companies – Their obvious competitor is other car companies, but they will also have an eye on other types of transport; bikes, taxis, trains and the many other ways people get from a to b.  However, they are also competing with skype and other online and digital technologies.

It is easy to identify those that do the same as you, but you also need to consider if there are other ways that people can meet the need you want to satisfy.

Use this Competitor Research Template to compare up to (or more than) 4 competitors to help you to analyse what others do well, what they do badly, what you want to emulate etc so that you can identify the improvements that you want to make and so that you can identify your unique selling point (USP) and sets you apart from everyone else.

 

Take time to think about this and check back in a few days to read my next blog.

If you would like further explanation how to use this model please check out our packages for more information.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals please contact us.

Posted in Create your plan, Entrepreneur, Market Research, Marketing, Marketing Masterclass, Sayers Solutions, Small Businesses

Target Market

(This is part of our Create your Plan blog series, to read the first one please click here)

It is too easy to say, ‘everyone is my target market’, but to have to have a product that everyone wants, or needs, is not an easy task.  Unless you are the electricity or water board, everyone does not need your product … even then there are people that don’t require even these products.

More simply it would be easier to identify your ideal customer.

Perhaps they are like you.  Perhaps they have a particular need.

Who wants and needs a product like yours?

Download this Ideal Client scribble sheet and create up to (or more) 4 imaginary people that need your product or service.

Ask yourself –

  • Why do they need it?
  • What is their background?
  • Are they a business, family, individual?
  • What type of house do they live in?
  • What car do they drive?
  • What pressures do they have?
  • What other things do they do?
  • What are their joys in life?
  • What are their difficulties?
  • What do they do for leisure?
  • Did you give them a name?
  • Can you draw them?

Take time to think about this and check back in a few days to read my next blog.

If you would like further explanation how to use this model please check out our packages for more information or sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals please contact us.

Posted in Create your plan, Entrepreneur, Marketing, Marketing Masterclass, Small Businesses

Marketing Mix

(This article is part of our Create your Plan blog series, to read the first one please click here)

The 4 Ps are often referred to as the marketing mix; Product, Place, Price, Promotion.

Looking at these 4 key areas of your business, you will understand your offering.

Download and complete this 4 Ps Marketing Mix Johari window.

Product

What is your product, what does it do? What are its features? Does anyone else offer the same or solve similar needs?

Price

How much does it cost? Do you have a supplier cost? What is your margin? What profit do you make? Is there a premium for this product? How much do your competitors for your customer need selling for?

Place

Where do you sell your product?  Do you have a shop, website, mail order?  Do you take it to your customer?  Does someone else sell it for you?

Promotion

Ah hah! Now this is what everyone recognize marketing to be … see my earlier blog … however this to me is just marketing communications.  How do you tell your customer about your product?

 

Easy.  Covered all basis then?

Oh no what about the customer?

Sign up to read my next blog post first or schedule a 1-2-1.

Take time to think about this and then check back later this week to read my next blog.

 

If you would like further explanation how to use this model, please check out our packages for more information.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals please contact us.

Posted in Create your plan, Entrepreneur, Marketing, Marketing Masterclass, Motivational, Small Businesses

Who are you?

So, if you have read the first few articles of my Create a Plan series, you will have your objectives?  Know your goals? And established your vision?

(This is part of our Create your Plan blog series, to read the first one please click here)

Now let’s get real, who are you?

Let’s analyse the situation.

Are you capable as you are now to achieve your vision? Yes? Well you don’t need the plan then do you?  Just do it.

If you want to learn more, stay with me here and ask yourself these questions –

  • What does your business look like?
  • Who is your company?
  • What do you do?
  • How well do you do it?
  • Who do you do it with?
  • And who do you do it for?
  • What is your past?
  • What is your present?
  • What do you lack that prevents you getting to your future?
  • What makes you different?
  • What makes you you?

Don’t worry, you don’t have to show anyone all of the answers you have provided, however answering these questions will help you gain true insight into the situation.

A simple and often used model is the SWOT.  This helps you to look at your Strengths, Weaknesses, Opportunities and Threats.  Download the SWOT model here to help you.

If you would like further explanation how to use this model, please check out our packages for more information.

Take time to think about this and then check back later this week to read my next blog.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals, please contact us.

Posted in Create your plan, Entrepreneur, Marketing, Marketing Masterclass, Motivational, Small Businesses

What are objectives?

(This is part of our Create your Plan blog series, to read the first one please click here)

If goals help you to achieve your vision, then objectives help you achieve your goals.

They break down into steps the achievements that need to be made to reach your goal.  These in turn might have sub-objectives and will involve lots of different tasks and actions, but objectives help you to breakdown your journey enabling you to succeed.

What are your goals?

What do you need to do to achieve them?

Contact Sayers Solutions for a chat and to schedule a 1-2-1 .

Don’t worry too much about the detail of this, you will need to revisit it later.

Take time to think about this and then check back next week to read the next installment.

Sign up to receive the complete set of articles in this series in a PDF white paper for you to create your plan at leisure.  If you would be interested to hear how Sayers Solutions could guide you through this process and help you not only complete your marketing plan, but also implement it and achieve your objectives and goals.  Please check out our packages for more information.

Posted in Create your plan, Entrepreneur, Marketing, Marketing Masterclass, Motivational

#ThinkSelfEmployed

The FSB have launched a campaign to raise awareness of the issues facing people who are self-employed. It is a 6 month campaign leading up to the budget and having asks including the following 3 key ones.

  • Two weeks of statutory paternity pay and an Adoption Allowance for the self-employed; amends to the Parental Bereavement Bill to ensure sole traders are included in the potential legislation.
  • Reform of Universal Credit (UC) to protect sole traders from losing out due to fluctuating incomes; extension of the UC ‘start-up period’ to ensure claimants have at least two years to get firms off the ground.
    A Brexit deal that works for sole traders: one which allows them to cross European borders without administrative burdens and additional costs.
  • It launched on Monday and the FSB are trying to get as many people as possible to do a selfie on twitter with a message about why you love being self employed.

They are asking people to use the hashtag #ThinkSelfEmployed in tweets (make sure to use capital T S and E in the hashtag) as well as tagging the @fsb_policy Twitter account in their photo (so they can re-tweet).

Please would you pass this on to other people who may want to do it – the only thing to remember is that we are only looking for people who do not employ any staff.

There will be other ways to support this campaign including short videos and MP roundtables – and any ideas you have would be great.

 

Want to find out more about the FSB? Please visit their website or get in touch with me and I can point you in the right direction.

I have been involved with the Kirklees Branch of the FSB for the past few years, holding the Secretary position when we had committees.  I am now the Kirklees Leader, as well as now being joint Leader for the West Yorkshire area.

Posted in Entrepreneur, fsb, Social Media